Written answers
Tuesday, 29 July 2025
Department of Enterprise, Trade and Employment
Tourism Promotion
Aindrias Moynihan (Cork North-West, Fianna Fail)
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918. To ask the Minister for Enterprise, Trade and Employment if he will consider a stand-alone tourism promotion campaign for The Gearagh, County Cork; and if he will make a statement on the matter. [42345/25]
Peter Burke (Longford-Westmeath, Fine Gael)
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The Department's role in relation to tourism lies primarily in the area of national tourism policy and implementation of that policy is a matter for the tourism agencies, Fáilte Ireland and Tourism Ireland.
I am advised however that Fáilte Ireland has recently completed a project in partnership with Údarás na Gaeltachta to develop a number of videos and imagery promoting visitor experiences in Gaeltacht areas along the Wild Atlantic Way. The Muscraí Gaeltacht/Lee Valley area was included in this project and a suite of video and imagery collateral have been created and stored on “Ireland's Content Pool” which is an online platform managed by Fáilte Ireland and Tourism Ireland.
Failte Ireland has also developed a suite of visitor itineraries which are now hosted on-line for promotion. The itineraries will help visitors to understand the wealth of things to see and do in West Cork and includes a mix of some iconic and well-established food and outdoor activities experiences along with lesser-known experiences across the area. The itineraries also link directly to businesses websites allowing quick and easy access to further information and booking engines. The itineraries cover much of the West Cork destination including the Gaeltacht areas, with one specifically highlighting the Muscraí area including the Gearagh, one of the last semi-natural forested floodplains in Europe.
I would also like to make the Deputy aware that Fáilte Ireland’s Wild Atlantic Way team is also involved in a tourism development plan for the Muscraí district that includes the Gearagh area.
Aindrias Moynihan (Cork North-West, Fianna Fail)
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919. To ask the Minister for Enterprise, Trade and Employment the measures being taken to ensure the increase of the tourism potential market of the mid-Cork region; and if he will make a statement on the matter. [42346/25]
Peter Burke (Longford-Westmeath, Fine Gael)
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At the outset, I should clarify that regional tourism promotion is an operational matter for Fáilte Ireland, in collaboration with Local Authorities and other tourism stakeholders.
I am aware however, that Cork is represented by three regional tourism brands: Wild Atlantic Way, Ireland’s Ancient East, and Ireland’s Hidden Heartlands. The Wild Atlantic Way follows the West Cork Coastline from Kinsale. The Wild Atlantic Region encompasses the west and north of the County. Cork City and East Cork (East of the M8) are represented by Ireland’s Ancient East and the Ballyhoura local development area sits in Ireland’s Hidden Heartlands.
Fáilte Ireland has established localised Destination Experience Development Plans (DEDPs) to activate these brands. The DEDPs are 5-year sustainable tourism development plans for a destination, which bring public and private sector organisations together to prioritise tourism development projects and maximise their chance for success. The DEDP’s are highly collaborative in nature, involving all local stakeholders and this is reflected in the agreed action plans where ownership is assigned among the various parties.
The Mid-Cork region referred to by the Deputy is covered under a number of DEDPs. Blarney falls into the geography covered in the Cork City, Harbour and East Cork DEDP which was launched in November 2024. The West Cork and Kenmare DEDP was Launched in Q4 2023. To efficiently manage the delivery of actions within this DEDP, three thematic subgroups were established based on the prevalence of actions emerging in the plan – Artisan Food, Outdoor Activities and Marketing. For example, the marketing subgroup is currently working to promote itineraries and videos that have been created for the Gaeltacht area of Muscraí in County Cork.
Blarney Castle & Gardens was approved for a total of €152,450.00 under Fáilte Ireland’s “Digital That Delivers" programme, which is an initiative designed to power a digital transformation of the visitor experience sector (visitor attractions, activity providers and day tours). Cork businesses have received over €1,398,749.00 in funding through this programme to date.
Festivals and events are also a vital component of the visitor experience for local, domestic, and international audience. Investment in and business development support for festivals is helping to drive growth in the regions and entice both domestic and overseas visitors to different parts of the country in the off-peak season. In 2025, Cork has received over €340,000 in funding for festivals and events from Failte Ireland. Fáilte Ireland is also continuing to work with tourism attractions, activity providers and other tourism businesses in the mid-Cork area to develop their visitor experiences.
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